Boohoo.com also use print media to advertise to their consumers. They place their print ads in fashion magazines to demonstrate their clothing is stylish and what their consumers are looking for.
Boohoo.com also has their own magazine where they showcase their clothing in the latest fashion trends. This is another form of print advertising as it allows boohoo to capture consumers who want to read magazines about fashion and clothing. In the magazine boohoo.com show their clothes that they sell for each season. They provide different monthly issues that are specific to different trends and seasons.
Today, I was reading Cleo (October 2013 Issue)where I saw clothing from boohoo.com being used to show trends for this Summer/Spring and also for Spring Racing Carnivals. Being shown in magazines like Cleo is good media for the brand as it is a direct channel to the intended target market. This is integrated within the marketing campaign as it gives boohoo.com a classy perception as it's products are used to create an outfit for derby day. This is a successful strategy for the company as females are always looking for new outfits to wear that are on trend and also easy to get it and affordable.
Boohoo.com use print, radio, social media and TV to advertise their brand. Television advertising is a large part in advertising in many companies. Especially with boohoo.com television adverts would be reach a large number of their consumers.
Consumers can watch these ads on television but also on youtube where they have created a music video that shows the clothing within the film and uses a link to the boohoo.com website where they can purchase it straight away.
Some of boohoo.com adverts use Little Nikki as the singer of the music. Using stars like Little Nikki as an ambassador creates a star quality of the brand and will also be seen as a competitive advantage.
(boohoo.com Shoppable music video feat Little Nikki,
2013)
Boohoo.com use different ads for each season of the year.The most recent marketing campaign is the Boohoo Spring/Summer 2013 ad (shown below). The first ad seen on television was on Arena at 4:30pm. The ad showcases the clothing boohoo can provide for spring and summer 2013. The models within the ad portray a cool, street vibe which is aiming directly at the company's target market. I think this ad is integrated with boohoo.com plan of gaining shareholder value and and building a brand that is well know and successful as it connects with the identified target market and also creates a perception amongst consumers by suggesting their company is a shop that they can access all day everyday which appeals to many people who are busy and don't have time to get to the shops.
(boohoo Spring/Summer 2013 TV advert- , 2013)
This ad does fit in with the integrated marketing communications campaign of boohoo.com as it keeps the target audience in mind and will ultimately get them to purchase the product.
Boohoo.com is an online retailer of both men and women's clothing and accessories. The company began in the UK and has now expanded into Europe, Australia, New Zealand and the USA.
(Case Study- boohoo.com , 2013) Over the next three weeks i will be looking at boohoo.com advertising techniques and if their campaigns are successful and reach their target audience successfully.
Boohoo.com currently receive over 5000 transactions through their online shop and planning to increase this with further growth plans of their business.
(Case Study- boohoo.com , 2013)
Target Market: Boohoo.com has a target audience of young teens right up to the age of 30, in both mens and womens clothing and accessories. They also target people who like to keep up to date with fashion trends and also be able to buy these trends cheap and have them shipped right to their door. Boohoo.com also offer a student discount which allows them to gain students as part of their market. Advertising: Boohoo.com use print, radio and TV to connect with their target market. Over the next three weeks I will be looking at different campaigns used in each communication channel of boohoo.com and discuss if it is successful in connecting to the target market.
